Brett Goldhawk explains why the future of food branding lies in versatility, relevance, and genuine consumer connection
It’s crazy how fast time flies and things progress. We hear about significant changes and advancements daily – in digital transformation, eCommerce, and social media. But as a counter-theory, what if some things actually regress?
What if consumer behaviour around food and drink isn’t advancing as rapidly as we assume?
Recently, The Grocer published its top products survey, revealing the fastest-growing UK food categories by volume: herbs and spices, eggs, honey, rice, water, and yoghurt. Yep, basic, natural cupboard essentials – staples eaten for generations – are experiencing the biggest growth.
Meanwhile, once-dominant categories, like ambient ready meals and soups, are among the fastest-declining as Brits increasingly cook from scratch. Mintel reports that one in five now prepare and cook every meal themselves, while 90 percent do so at least once a week. So not only are we buying essentials in bulk, but we’re also getting better at using them to create delicious meal occasions.
This shift isn’t happening in isolation. While the average household size isn’t increasing, families are staying together longer. The Institute for Fiscal Studies recently revealed that the proportion of 25- to 34-year-olds still living with their parents has risen by over a third in two decades. Factor in that 41 percent of the workforce now operates remotely at least part of the week, and it’s easy to see why multi-purpose ingredients are in vogue – feeding a ‘traditional’ household for longer and across more mealtimes at home.
So, how does this impact brands? Because being a food essential doesn’t guarantee success. Hovis has lost over £37 million, PG Tips is down £15 million, and Flora Spreads has declined by £17 million.
Here’s some food for thought.
As marketers, we’re programmed to create distinctive, memorable brands – ones that stand out and differentiate. But have we taken this too far? Have we become too brand-focused, too self-involved, assuming that ‘build it, and they will come’ still applies? Are we too caught up in our own self-worth of relevance?
Take PG Tips. Their purpose, ‘It’s not just tea. It’s progress,’ doesn’t exactly scream progress. The reality is, consumers aren’t looking for brands to be profound. They’re looking for products that fit seamlessly into their lives. Maybe it’s time to widen brand positioning – not just to stand for something, but to elevate and amplify usage occasions. Instead of fixating on differentiation, could brands benefit from versatility, and being many things to many people – like eggs, herbs, or spices?
It’s time to rethink messaging and pack architecture – to bring back elements that inspire, excite, and tell a richer story. Instead of following the macro trend of oversimplification, brands could explore more dynamic, expressive ways to communicate. Try things their competitors aren’t doing. Less focus, more stimulus.
And then, of course, there’s the real enemy – Own Label.
Supermarkets’ private-label products continue to gain market share. If brands are to remain competitive, broadening positioning isn’t enough. The message needs to be enticing, engaging, and relevant. Simply being ‘around for a long time’ isn’t a selling point. ‘Hovis – as good today as it’s always been’ doesn’t differentiate or motivate consumers.
Having a backstory, a purpose, and a set of values is fine, but brands need to stop talking about themselves and grasp the opportunity that is wide open in front of them.
Put the consumer first. Start focusing on people who could buy your products. Place them at the heart of every decision. I’m just saying, bring more of them along for the ride. And that would be progress.
Brett Goldhawk, is the Founder of DesignHawk. He will be speaking at IFE 2025 on Monday, March 17th (midday, Future Food Stage).
